Within the seven chapters of Dan Portnoy’s The Non-Profit Narrative: How Telling Stories Can Change The World, he focuses on how non-profit organizations can use a “multi-channel approach” and “the metaphor of a Three-Act story structure” to present the organization’s message and story (2). The first chapter of Portnoy’s text positions the member of a non-profit organization using this text as a “screenwriter” (6). According to Portnoy, storytelling, when done well enough, can be one of the best ways to impact an audience as stories are incredibly important for humanity and serve multiple purposes for humans from “making sense of the world” to discussing ideals and behavior (5). This first chapter mostly focuses on the concept of the “Hero’s Journey” (8). The discussion of the “Hero’s Journey” or a “central character on a quest” sets-u Portnoy’s “essential elements of your story” discussed in chapter two (8; 24).
A key component of both a “Hero’s Journey” and Portnoy’s essential elements are the protagonist and antagonist. Portnoy describes a non-profit as having a “multi-protagonist story,” which means both the non-profit organization itself and the people who work for the organization are the protagonist (26). The antagonist of a non-profit organization is the answer to questions such as “what’s the issue that you’re fighting?” (27). Portnoy’s essential elements also consist of the setting or “physical location of the drama,” the “inciting incident,” which for a non-profit organization would be the answer to “why was your organization started?,” and tension that can be used during a “crisis moment” (25; 31; 33).
The major component of how Portnoy idealizes storytelling for non-profit organizations is focused on the three acts of beginning/set-up, middle/conflict, and end/resolution. While applying Portnoy’s three acts to a narrative presented in a movie is likely easily understandable, Portnoy takes this traditional format and applies it to non-profit organizations in an interesting way. Portnoy’s act one, two, and three are connected to campaign one, two, and three for an organization. Before an organization’s campaign begins, Portnoy suggests the organization starts with introducing materials, which present the “why” and the antagonist of the organization’s story around January.
Portnoy suggest the climax in act one (February-April) and act two (May-August) focus on the organization’s events. After this, August-September is suggested as time to focus on acquisition, while act three (October-December) or the largest campaign is focused on making sure that “your organization is functioning on all cylinders, donors are connecting with you the most, that they have the tools they need to help convey your message and that they’re telling the best possible story” (47). According to Portnoy, the third act is crucial as this timeframe is typically when most of an organization’s donations are going to happen.
Chapter four, five, and six emphasize the audience’s potential response to an organization’s representation, especially through digital spaces. Portnoy claims the first step to engaging with one’s audience is to “define” the audience and learn everything about them, then figure out the specific behavior you want your audience to accomplish, and then figure out the systems or how you will be communicating with your audience to encourage the defined behavior. When thinking of how to promote and design for an organization’s target audience, Portney also emphasizes the “continuum of communication” or “pathway of engagement” as a method to use when communicating with audiences.
In this method, members of an organization’s audience can move from “observer to participant to owner” (67). This happens as members of the audience moves from watching by looking at the organization’s website or advertisements, to engaging by liking on facebook or signing up for emails, to the act of being an owner by having an investment in the organization that can be described as being as “much on board as they can with your organization as they can be without having a job there” (70). The final chapter of Portnoy’s text appears to act as the last push or final motivation for Portnoy’s readers to take his advice and apply the advice to their organization.
Portnoy’s text reminded me of a component of this course which is listening to speakers from non-profit organizations. While a portion of Portnoy’s text focuses on digital media and storytelling, potentially any act wherein a representative of a non-profit organization is discussing the organization can be seen as a chance for using storytelling to enhance or provide further insight and interest into a non-profit organization. Prior to this text, I did not really think much about the storytelling being done by several of our speaker’s as a way to gain or sustain an audience in the ways Portnoy mentions, but rather as just a tool to establish context or background for an audience.
The Nest’s Executive Director Jeffrey White stands out for me when thinking of non-profit organizations and storytelling in the context of Portnoy. For the discussion on the overall existence of The Nest and for the discussions about The Nest’s programs, White heavily focused on the “why” or “inciting incidents” for The Nest as much as what exactly the organization does. White incorporated stories about himself and The Nest, other workers and volunteers and The Nest, and people who were using The Nest’s services heavily in his presentation. These stories, especially the one’s about those using The Nest’s services, all had a protagonist and an antagonist.
White also did something reminiscent of the act one, two, and three mentioned by Portnoy when he discussed The Nest’s major events throughout the year and how these events related to funding the Nest received. I think as an audience, White’s discussion or storytelling also left us with something we could “pass on” as Portnoy describes when discussing how well-done stories tend to make those interacting or encountering an organization have an emotional reaction to the organization. When the audience reacts in an emotional way to the storytelling, they might want to do something with or for the organization, potentially by volunteering, donating, or telling the organization’s stories through different avenues like everyday conversation or digital spaces.